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1
COMMODITIES (Extracting)
We’ve moved into the experience economy
GOODS (Making)
SERVICES (Delivering)
EXPERIENCES (Staging)
Pricing Premium ($$$)Market ($)
Undifferentiated
Differentiated
Competitive Position
James Gilmore
COMMODITIES (Extracting)
We’ve moved into the experience economy
GOODS (Making)
SERVICES (Delivering)
EXPERIENCES (Staging)
Pricing Premium ($$$)Market ($)
Undifferentiated
Differentiated
Competitive Position
James Gilmore
“People don’t want to buy a quarter-inch drill,
they want a quarter-inch hole.”
— Theodore Levitt, Economist and Harvard Professor
What-is-Service-Design.com
So, what is Service Design?
Understanding and providing the best experiential path to reach a desired outcometo reach a desired outcome.
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Advertising Planning & Design
U.S. Business expenditures in 5 largest service sectors
Service Anticipation Gap
Expectations
Experience
Brandon Schauer
$40B
$2B
The experience is the marketing.
7P’s of Experience Design
People Places Props
Process Partners
Price Positioning
Opt-in countries? < 20%
Opt-out countries? > 98%
“Excuse me, Princess, can I have your autograph?”
The right change can have a huge impact.
Death rates fell by 40% andcomplications rates by almost a third.
10% increase in customer satisfaction and fewer calls to the helpline
#GSJam #KCSJ17
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7 years running120 Cities around the world
48 hoursLots of Jam
6 years running120 Cities around the world
48 hoursLots of Jam
• The smallest Jams ever was in Hong Kong and Germany, with 2 people each.
*WHEW*
Discover Define Develop Deliver
The Double Diamond(from Design Counsel)
What is neededHow we should
make it
(by Damien Newman)
36 2 4
*
*It’s gonna go by fast
#ThisIsWhyWeJam
If you're not having fun, you're doing it wrong!
ONE RULE TO BIND THEM
REMEMBER: IT’S STILL A SECRET!!!
LET’S JAM!!
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